Technology is helping us understand how customers experience our network in a more detailed and insightful way than ever before. We've deployed a proprietary technology platform that uses satellite geolocation technology to analyse every square km of our entire footprint of 9.4 million km². Within these 1 km² grids, it provides micro-visiblity of site performance, analysing key metrics, such as network availability, throughput, utilisation and call set-up success rates – the foundation of a good experience for customers. By combining this highly local information with embedded AI tools, we can focus our resources, at a very granular level, to maximise the return on our investment as we improve and optimise our services.

Getting closer to our customers through our distribution network is another key driver of our growth. This year, we enhanced our sales app to deliver more real-time intelligence on store performance and customer demand. This app provides on-demand, data-driven analytics with actionable insights to improve sales performance. We also launched an extensive shop refurbishment programme to engage customers with our modern, vibrant and dynamic brand.

Our targeted, smart investment brought strong results this year. In 2025/26, we saw a record level of customer net additions, and smartphone penetration reached 49.5%, with more and more customers now having access to our 4G network. At the same time, enhancing the customer experience is strengthening our resilience, deepening engagement, reinforcing trust in our brand – and helping to transform lives.